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Alcohol advertising is the Promotion of Alcoholic Beverage s by the Alcohol industry through a variety of Media . Along with Tobacco Advertising , it is one of the most Highly-regulated forms of Marketing . CAMPAIGN INTENTIONS Many advertising campaigns have attempted to increase consumption, Brand and Customer Loyalty . Target markets The Intended Audience of the alcohol Advertising Campaign s have changed throughout the years, with some brands being specifically targeted towards a particular Demographic . Some drinks are traditionally seen as a male drink, particularly Beer s and Lager s, while others are predominantly drunk by females. Some brands have been specifically developed to appeal to people that would not normally drink that kind of beverage. One area in which the alcohol industry have faced intense criticism and tightened legislation is in their targeting of young people. Central to this is the development of Alcopop s – Sweet-tasting , brightly coloured drinks with names chosen to appeal to a younger audience. METHODS OF ADVERTISING Common methods of advertising include:
ADVERTISING AROUND THE WORLD The European Union and World Health Organization (WHO) have both specified that the advertising of alcohol should not be strictly controlled. Some countries, such as Kenya and Norway , have banned all alcohol advertising on television and billboard {Link without Title} . United Kingdom 2006 {Link without Title} . Greene King , a brewer which owns over 750 pubs in the UK, decided in February 2005 to cease the sale of drinks and Cocktail s with undesirable connotations behind their names. Any that had an association "with sexual promiscuity, machismo, anti-social behaviour or illegal acts" were banned. {Link without Title} "RESPONSIBLE DRINKING" CAMPAIGNS campaigns.]] There have been various campaigns purporting to help prevent . The web site address is displayed as part of all of the adverts for products made by members of the group. Many campaigns by the alcoholic beverage industry that advocate "responsible drinking" presuppose that drinking for recreational purposes is a positive activity and reinforce this the pro consumption message of the industry. SPONSORSHIP IN SPORT Busch Series is sponsored by brewing company Anheuser-Busch ]] The Sponsor ship of sporting events and sportspeople is banned in many countries. For example, the primary club competition in European Rugby Union , the Heineken Cup , is called the ''H Cup'' in France because of that country's restrictions on alcohol advertising. However, such sponsorship is still common in other areas, such as the United States . Alcohol advertising is common in Motor Racing competitions, and is particularly prominent in NASCAR racing. One major example of this is the Busch Series , sponsored by a brand of Beer sold by Anheuser-Busch . Budweiser , the best-known Anheuser-Busch brand, sponsors the car of Dale Earnhardt, Jr. , arguably one of the most popular Nextel Cup drivers. Furthermore, NASCAR mandates drivers under 21 not be permitted to wear a "Budweiser Pole Award" or any alcohol-branded sticker on their car. In such cases, as shown with Nextel Cup driver Kyle Busch or Busch Series driver Reed Sorensen, the drivers' cars carry a generic "Pole Award" sticker with the corporate logo. One team, Petty Enterprises, refuses to participate in the Budweiser Pole Award and forfeits all alcohol monies won. For "hard" liquor and distilled spirits, legalised in 2005, teams must run a responsible-drinking sticker clearly visible on the car. For Jack Daniel's, the theme is "Pace Yourself", and includes on NASCAR's Web site a waving yellow flag warning drinkers. For Crown Royal, the television ads feature the car with the slogan "Be a champion" and it acting as a pace car to drivers, warning them of responsibility. Jim Beam has radio ads and NASCAR mandated statements about alcohol control. Although tobacco companies have been the main source of financial backing in Formula One , some alcohol brands have also been associated with the sport. For example, Budweiser appears on the WilliamsF1 car and the Foster's Group (with the Foster's Lager brand) sponsor numerous circuits around the world. Anheuser-Busch has evaded the French alcohol advertising ban in Formula One when their Busch Entertainment theme park logos (mostly Sea World) appeared in places where their Budweiser logo would appear on the WilliamsF1 car at races where alcohol advertising is banned and in Middle Eastern countries, where alcohol advertising is discouraged. Some stadiums, particularly in the U.S., bear the names of breweries or beer brands via Naming Rights arrangements, such as Coors Field , Miller Park and the New Busch Stadium . Diageo are a major sponsor of many sporting events through their various brands. For example, Johnnie Walker sponsor the Championship At Gleneagles and Classic Golf tournaments along with the Team McLaren Formula One car. Cricket is a sport with a large amount of alcohol sponsorship. The 2005 Ashes , for example, featured sponsorship hoardings by brands such as Red Stripe , Thwaites Lancaster Bomber and Wolf Blass Wines . Rugby Union also has a substantial amount of alcohol sponsorship. The Scotland National Team has a long-established relationship with The Famous Grouse , a brand of Scotch Whisky . Wales has a more recent relationship with the Brains brewery, and the Springboks of South Africa had Castle Lager as their shirt sponsor until 2004 . Guinness is the title sponsor of the Guinness Premiership , the top competition in England , and the beer brand Tooheys New is the Australia n sponsor of the Southern Hemisphere Super 14 competition. FAMOUS CAMPAIGNS Famous campaigns include:
Guinness advertising posters from the Gilroy Era of the 40's]] Guinness ' iconic stature can be attributed in part to its advertising campaigns. The most notable and recognisable series of adverts was created by Benson's advertising, primarily John Gilroy , in the 1930s and 40s. Gilroy was responsible for creating posters which included such phrases such as "Guinness for Strength", "It's a Lovely Day for a Guinness", and, most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a Kangaroo , Ostrich , Seal , Lion , and notably a Toucan , which has become as much a symbol of Guinness as the Trinity College Harp . Guinness advertising paraphernalia attracts high prices on the collectible market. In a campaign reminiscent of Viral Marketing techniques, one advert quickly appeared as a Screensaver distributed over the Internet . It was a simple concept, featuring Dublin actor Joe McKinney dancing around the drink while it was given time to settle. The accompanying music ( Mambo tune ''Guaglione'' by Pérez Prado ) was released as a single and reached number 2 on the UK Charts in May 1995. In Africa , the character of Michael Power has been used since 1999 to boost sales. Today, Guinness' principal television campaign in North America consists of Limited Animation commercials featuring two eccentric scientists in 19th Century dress complimenting one another's ideas as "brilliant!" REFERENCES EXTERNAL LINKS
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